Michel Tuan Pham

Affective Reactions to Consumption Situations: A Pilot Investigation

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Abstract:
The authors first attempt to clarify the affect terminology. Then, in an empirical study, they explore the affective reactions prompted by a wide range of consumption situations. For each of them, the authors investigate what preceeds, what happens during and what happens after the situation. 1,436 affective experiences, retrieved by 118 subjects in response to the proposed situations, were content-analyzed. The subjects reported more positive than negative affective reactions. These were essentially feelings, followed by evaluative affects. Very few extreme affective reactions were recollected. A greater variety of negative than positive affective reactions was reported.
The clearest associations between consumption situations and affective reactions were: after vacation with nostalgia/sadness; voting with lack of concern; during a meal in a restaurant with cheerfulness or with bother; after a hobby purchase with positive excitement, shopping with irritation, and taking exams with scare. Throughout the paper, special attention was paid to gender differences.